Is mail a dying form for businesses and marketing

A bank statement (one not yet swapped to paperless). A brochure from a luxury knitwear brand—one I could never justify the price, never mind afford. And a heap of hand-written estate agent notes to say how keen they are to sell my not-for-sale property. These are the things that have landed on my doorstep lately.   That knitwear brochure has, in a small triumph for direct mail, made its way to my home office. There, its sat on my desk for over a week, unopened. I know it’ll likely end up in the recycling bin. The brand did, at the very least, succeed in grabbing my fickle eyeballs—if only for a split second. Plenty of other direct mail ventures never even make it into the home, let alone the mind. Cutting to the chase: is direct mail dead?   Michael Robinson, CEO, and founder of Sweft LLC, has seen a huge shift in the 30+ years he’s worked with direct mail. â€Å"It’s gone from being something cool—where you were excited to get a catalog—to a huge annoyance when your mailbox is full of junk mail.† He’s quick to spot a sliver of opportunity within the gloom, though. â€Å"Now I think that it is a relatively under-utilized form of marketing that benefits from less volume in people’s mailboxes.† Michael was heavily involved in establishing Anthropologie in the UK and Europe. Among other marketing efforts, he helped launch their first European catalog. â€Å"I gave a speech at the German Mail Order conference called, The catalog is dead, long live the catalog. I still think that direct mail has an important place in the marketer’s quiver, as mail can be ‘disruptive’ in a way that email can’t. People know how to block out adverts and delete emails without opening them. Mail requires a momentary decision to read or discard, and at that moment you are in the customer’s mind. A well designed and relevant mail piece can make you top of mind when they’re shopping in your category, and possibly get them to your website or store. Katy Ingram, a London-based marketing director, has also witnessed the shift. â€Å"Over the years, direct mail has continued to thrive. Yes, direct mail has evolved alongside digital changing consumer behavior, but there is still a place for print today.†Ã‚   She sees direct mail as a powerful tool to trigger consumer awareness and action. â€Å"A brochure or mailer drives customers and prospects into store and traffic to the website. Businesses with a heritage of direct mail still see the benefits today. It is also a great brand-building tool.†Ã‚   So, what do consumers think? Consumer opinion skewed towards direct mail being a waste of time   Paper waste, a lack of relevance, and even an element of intrusion are among the top annoyances. (Katy Ingram does highlight, â€Å"Many retailers who use direct mail are looking at more planet-friendly options. From paper, to prints and wrapping.†) There is, however, a willingness from consumers to indulge direct mail. Unsurprisingly, this is a direct response to tempting discounts. To the promise of free delivery, or an equivalent no-strings-attached treat. â€Å"I usually request clothes catalogs and G Adventures books by mail when I want to shop and/or browse. When I know exactly what I want (black leggings, trip to Oaxaca), I just go to the sites. I also love the theater marketing stuff I get in the mail. I get things for Broadway shows, ballet, various concerts and arts festivals. A fair bit of stuff comes my way, so it makes sense they share my info around. I’ll often keep something out on my entry table to remind me to book tickets for something I’m interested in. The last show I saw using this tactic was Moulin Rouge.† – Kate, 34, New York â€Å"Personally, I can’t stand it. Most of it is rubbish. Or I think it’s a waste of paper and just destroying more trees. Maybe if I got better quality marketing or better-targeted stuff I’d appreciate it more. But most of the time it’s estate agents or something random.† – Lara, 37, London UK â€Å"I barely even read it. Straight in the bin. Unless it contains discount vouchers! Sainsburys and Paperchase sent me some recently that I’m working my way through. I use Holland and Barrett and Boots [discount vouchers] sometimes too. Sometimes, I request holiday brochures by post when I feel like luxuriating over my research.† – Katie, 29, London UK â€Å"It almost all goes straight into the recycling bin unread. I find it a terrible waste of paper. If its a brand I know and like I will flick through and check for a discount code. If its a new brand and it catches my eye I will take a quick look at the products and pricing.† – Anne, 44, London UK   â€Å"Free tasters and samples; otherwise I want nothing through my door.† – Jane, 42, Scotland â€Å"Nope, straight in the recycle box.† – Olly, 45, Brighton, UK â€Å"I never look at it. It goes straight in the recycling.† – Louise, 41, London   Regulated sectors face an even harder challenge Personal data is more ring-fenced than ever. And so it should be.   Letters and emails from banks cue our automatic suspicion of fraud. It’s straight to the bin. Even those odd pre-approved credit cards that come in the mail no longer feature our names or resemble an actual bank card. They’re simply a piece of (wasted) card. â€Å"[tightened EU data protection law] GDPR has, if anything, had a beneficial effect in terms of improving targeting and reducing wastage.† –Katy Ingram, Head of Marketing at Thought Clothing Stealth planning and split-arrow targeting have the power to resurrect direct mail   Katy, who formerly headed up Feather and Black as well as The White Companys marketing, says that personalization and good planning alone isn’t enough. â€Å"While there are many advances in personalized direct mail, the process of planning, designing and printing a brochure takes time and money. You need to have a robust strategy and do the math. Being able to identify those prospects and customers who don’t respond to direct mail is essential.† She continues to make a strong case for carefully considered mail. â€Å"A well designed and relevant brochure can stay in the home for weeks while we may instantly press delete online.† Continuing to test is vital for successful direct mail too. A change in format, the products featured, the creative concepts, or promotions used. Theyre all great ways to test and learn.  Ã‚   So, direct mail may not be dead. Though its unlikely to yield solid success alone. â€Å"Direct mail activity needs to work seamlessly alongside digital and social campaigns, says Katy.   Brands must work hard to deliver a joined-up experience, and take a step back to acknowledge the shift. To get teams—CRM, UX, CX and more—to forego silos and see what consumers see. â€Å"I think it’s important to recognize that direct mail is now just marketing — it’s no longer a business in itself. It can be an effective traffic and awareness driver, but you need a great website and/or store to close the sale.† – Michael Robinson, CEO of Sweft LLC   With huge thanks to Katy Ingram, Michael Robinson, and the consumers who shared their thoughts.   Clare Scott Clare is an experienced freelance writer, content strategist, and contributor to the Hult blog. Her work spans many industries–from luxury fashion to travel. She works with brands, startups, and individuals to create their tone of voice and editorial content. 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We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .